Text丨 Zhongtong Media Reporter Pillow Lane
"It's still possible for a single store, don't think about a chain store. ”
At present, the transformation of stores into health conditioning is in a boom, but in the 2024 China Children's Media Annual National Tour - the front station of dynamic sales in China, a nutrition agent from Zhumadian, Henan Province brought a different voice to the transformation of conditioning stores.
Personnel issues
"First of all, what this conditioning store needs to solve is not the problem of goods, but the problem of personnel and service. ”
However, compared with traditional store staff, employees in conditioning stores need a longer training cycle. In addition to the service capacity of the store, how to ensure the continuity of personnel is also a problem.
"For example, this chain store has such a talent, and when customers come, it is better to come not to the store, but to a certain pediatric massage therapist in the store. ”
Service is at the heart of a conditioning store. The chain stores position themselves as rational stores, which means that the chain inevitably puts the treasure on the clerks. Once the clerk is not in this store and runs to a competitor, he pulls the customer away.
"Chain brands put treasure on a certain person, this logic is unreasonable, and the risk is also large. ”
"It's okay for a chain store to make conditioning a project of a store, but it's not nonsense to make a chain store into a conditioning store. ”
Trust issues
This agent is the 42nd case of the preliminary research done by our Zhongtong Media for 24 years of dynamic sales in China, and he believes that "the mother and child chain puts the state and enthusiasm of the conditioning store on the sales of basic nutrition, and the sales volume will be even greater than it." Because there must be more people who eat calcium tablets than probiotics, it must be easier to sell calcium tablets than probiotics. ”
"Now there are more and more customers who supplement basic nutrition, but they don't choose to buy it from you. You can't sell because your store doesn't have enough consumer trust in the local market. ”
The agent believes that there is still a huge amount of room to be discovered in the traditional market.
"If you don't have enough trust, can you transform and recuperate? You can't even sell something as just needed as a bucket of milk powder, and then you tell consumers that a set of products that regulate children's intestinal function costs 3,000 or 5,000, do you think it can solve the trust of consumers?"
"If he is professional, he can make milk powder as profitable. ”
How to choose
"The transformation is not how much my sales have changed, but whether I have a clear positioning for my product and service groups, and this positioning is still what I am good at. ”
In the market, whether it is retail or service, identifying one's strengths and finding one's own position is the key to survival and development.
"In terms of service, big chains can never compare to small stores. The activity planning ability of large chains is relatively strong, but its execution and execution efficiency cannot be compared with single stores and small stores. ”
"You need to know what the advantages of your small shop are. The survival of big stores depends on price and promotion, and depends on scale, if you use his advantage, you will definitely lose. ”
"I avoid his part, and I can do what he can't do, because the small shop doesn't have high requirements for customer flow. ”
At the 24-year China National Tour Conference held by Zhongtong Media, we will focus on the theme of "Breaking Boundaries and Selling Good Goods", and invite the visiting channel providers to discuss how the current maternal and infant channels can get out of the dynamic sales dilemma and return to blood.